Replica — a line of fragrances and objects from the renowned Belgian fashion house Maison Margiela. In 2009, the house began a collaboration with the L’Oréal conglomerate, and the first experimental fragrance, Untitled, was released in 2010. The perfumery collection appeared in 2012. It translated the original concept from fashion to perfumery: instead of replicating clothing, the fragrance was meant to convey a feeling or a memory.
Each composition is linked to a specific atmosphere, place, and time. The label often lists the name, location, and year—like a brief caption to a memory. For example, a fragrance might evoke a quiet morning at home, a walk on the beach, or a flower market.
Brand Character
Brand Values
Target Audience
When creating display windows for fragrances, I decided to literally interpret their names and translate each into a comprehensible visual image. I wanted the shopper to immediately grasp the moment or feeling associated with the scent, even before opening the bottle.
Each fragrance received its own still-life scene, inspired by its name and the imagery it evokes. A bathtub for Bubble Bath, a basket of tomatoes for From the Garden, and a tranquil home setting for Lazy Sunday Morning.
